Monogamy in Adland: Is the Traditional Agency Model Dead?

• The advertising industry is shifting from single-agency models to multi-agency collaborations, driven by increasing marketing complexity and specialized needs.
• Brands like Flipkart, Dream11, McDonald's, Avaada Group, Rasna, and Britannia are adopting multi-agency approaches for diverse campaigns.
• The rise of digital, influencer, and commerce-led marketing has expanded the need for specialist ecosystems, with brands assembling partners for distinct competencies.
• While the traditional Agency of Record (AoR) model is evolving, experts emphasize the critical need for a central strategic spine and brand custodianship to maintain coherence.
• The future points to a hybrid model where agencies must master data translation, seamless media-commerce-content integration, and cultural intelligence, focusing on business-centric integration and AI-assisted creative intelligence.